Kozlí Kvíz

A brand activation for Velkopopovický Kozel created in collaboration with NaKvíz, turning a pub quiz format into a distinctive Kozel experience.

Kozlí Kvíz was built around a simple idea: it should not feel like a serious knowledge test, but like a relaxed evening with friends, beer and good humour. This thinking shaped the campaign headline “Není to test. Je to Kozlí Kvíz.” – a line that connects naturally to Kozel’s tone of voice and immediately explains the mood of the activation.

I designed the key visual and responsive microsite for kozel.cz/kozli-kviz. The microsite was built using existing Magnolia CMS components and based on the larger Kozel website redesign, which was also done by me to keep production efficient and reduce development costs, while still feeling fully branded and campaign-specific.

The microsite explains the quiz mechanic, rewards, regular participation benefits and locations, then guides users to the external NaKvíz reservation system. Playful animated goat hoofs, bold typography and warm Kozel visuals bring the campaign personality into the page.

The key visual was designed to be clean, bold and highly adaptable across formats. I created three main versions: a clean hero version, a QR-code version for quick team registration and a pub version with space for quiz times.The visual system was later extended into social media, digital adaptations and supporting campaign materials.

Kozlí Kvíz became one of Kozel’s most successful brand activations. At launch, the quiz nights were fully booked, showing that the concept worked not only as a campaign, but as a real pub-driving experience.

Link to microsite: kozel.cz/kozli-kviz